Competitive Landscape
Tabaqueira Targets Affordability to Regain Share From Jti
Cigarettes in Portugal remained highly concentrated, with Tabaqueira SA - Empresa Industrial de Tabacos SA holding a leading retail volume share of 52% in 2025, followed by Japan Tobacco International Portugal Lda at 21%, and Imperial Tobacco Portugal SU Lda at 11%. Over the period from 2020 to 2025, the industry has become marginally less concentrated, as Tabaqueira’s share declined from 54% in 2020 to 51% in 2024, while JTI increased its share from 18% to 21% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigarettes in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigarettes in Portugal?
- Which are the leading brands in Cigarettes in Portugal?
- How are products distributed in Cigarettes in Portugal?
- Which category is the most heavily taxed in Portugal?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Portugal?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigarettes in Portugal - Category analysis
Key Data Insights
Cigarettes Summary
Philip Morris International Recovers Share by Targeting Price-Sensitive Smokers
Isenzia Reshapes Consumer Choices through Affordability and Innovation
Heated Tobacco and Vaping to Accelerate Migration as Prices Rise
Nicotine Pouches and Vaping to Challenge Cigarettes’ Role in Nicotine Use
Tabaqueira Targets Affordability to Regain Share From Jti
Forecourt Retailers Gain Ground as Vending Machines Lose Share
Taxation Rates
Average Cigarette Pack Price Breakdown
Nicotine in Portugal - Industry Overview
2025 Developments
Key Data Insights
Nicotine Faces Decline Due to Growing Price-Sensitivity
Value-Driven Switching Occurs Amid High Living Costs
Heated Tobacco Accelerates with Innovative Launches
Companies to Drive Adoption of Modern Nicotine Formats as Regulation Tightens
Eu Tax Reforms Expected to Reshape Portugal’S Tobacco Market
Philip Morris Drives Innovation to Secure Share Gains
British American Tobacco’S Momentum Accelerates in Next-Generation Nicotine
Tobacco Specialists and Forecourt Retailers Sustain Channel Leadership with Wide Brand Choice
Health Awareness, Sustainability and Flavour Variety Emerge as Innovation Drivers
Philip Morris International and Imperial Brands Introduce Targeted New Products
Strategic Launches Deliver Measurable Gains in Share and Portfolio Breadth
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Plain Packaging
Point-Of-Sale Display Bans
Flavoured Tobacco Product Ban
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
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- Fine Cut Cigarettes
Cigarettes
RETAIL SALES OF DUTY PAID CIGARETTES The definition of cigarettes for the purposes of this study is duty-paid, machine manufactured white-stick products. This does not exclude brands of cigarettes that do not use white paper but it is designed to exclude the volume of non-machine manufactured products such as bidis/beedis (India) and papirosy (Russia), and other smoking products made with tobacco but that either do not resemble cigarettes as recognised in the US or Europe, or those that are not machine manufactured. The exclusion of these products is intended to give a more accurate picture of the "true" market for cigarettes and cigars which has been distorted in official statistics and published reports because of the inclusion of hybrid products. NB Please note that due to its central importance and integration into the industry mainstream, Indonesia’s market data does include hand-rolled kreteks DUTY-FREE sales are excluded from retail sales, as are herbal cigarettes. ILLICIT TRADE CIGARETTES Not included in retail sales, but split out separately in volume terms only. Defined as non-duty paid cigarettes (includes smuggled & counterfeit/fake products combined). Legitimate cross-border sales are considered duty-paid. Sales arising from a foreign national purchasing cheaper cigarettes in bulk in a neighbouring country for personal use and exported back are attributed to the country where the purchase is made (e.g. bulk cigarette sales by British nationals in France are attributed to France).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cigarettes research and analysis database.
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